Seth Godin always has some great things to say about marketing and he has done it again. As you may know, Pepsi recently released a redesigned logo. If you care to know my opinion, I think it’s ridiculously ugly. They’ve gone from owning an iconic shap to owning a lopsided… something. I’m not sure if it’s supposed to the the corner of a smirk, a masked superhero’s eye, or a Pringle.
Naturally, they are hoping that the new logo will help them to make more money. I’m not sure how it’s supposed to do that exactly, but then, I don’t work at Pepsi.
Don’t get me wrong, I think that logos can be important. If you’re a small startup company trying to compete in the business world and your logo looks like it was made by your 9 year-old neice with construction paper… it’s probably time to hire a designer. But the concept that a mega-corporation is going to suddenly gain tons of business because they’ve redesigned their logo is beyond me.
In all actuality it’s going to cost them millions of dollars. Not only will they have to pay the overpriced agency that developed the logo, but they’ll have to redesign/repaint their trucks, redesign/reprint their stationary and business cards and ovehaul their website. And if they have any schwag to give away (and corporations always have schwag), they’ll have to start from scratch.
So if it costs so much money, why do corporations do it? Because the CEO got tired of the old logo.